Madison Media Sigma, part of Madison Media Group recently announced that it has won the media account for leading innerwear brand Dixcy. The agency's Mumbai office will handle the Rs 50 crore account of Dixcy and will promote the brand on the various OOH platforms as well as on the other media podium.
 
Dixcy is India's one of the leading inner wear brand, founded by Prem Prakash Sikka in the hosiery market. With the drive to create innovative and economically priced products, DIXCY has evolved from being an innerwear brand to a lifestyle brand over the last 32 years. The use of latest technology in their production units has enriched the quality and quantity of the brand.  Almost 5, 00,000 pieces is being produced every day, while they have a distribution across 1, 20,000 stores. From the last 6 years Dixcy is featuring Salman Khan for their promotions.

On once again partnering with Madison, Raghul Sikka, Director of Dixcy said "We wanted a holistic approach towards our media planning & implementation. The skill and experience Madison's team has in this field is quite exceptional. They have built so many brands and we look forward to being one of them”.

On the same Vanita Keswani, CEO, Madison Media Sigma,"I am delighted to have Dixcy back as a Madison client and we are looking forward to partnering them in their journey. She added more while taking with Outdoor Asia that, "We haven't yet worked on the strategy but we will use multiple OOH options available in their key markets.”